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BizReport : Search Marketing : September 04, 2014

Organic search trumps non-organic for driving website traffic

Organic search trumps non-organic search channels when it comes to driving traffic to business websites, according to recent research by content marketing firm BrightEdge.

by Helen Leggatt

The company's analysis of "billions of pieces" of content claims to demonstrate that organic search is the primary driver of traffic to business websites. Organic was found to drive over half (51%) of all visits to both B2B and B2C websites, more than non-organic search channels such as paid search (10%) and social (5%).

BrightEdge's 'Cracking the Content Code' report illustrates how brands can make the most of content and how traffic is distributed depending on the industry. For example, organic search was found to perform best for Business Services, driving 73% of website traffic, followed by Hospitality (49%), Media and Entertainment (41%), Retail (40%) and Technology/Internet (43%).

In fact, the only two sectors that appear to benefit from paid search are Hospitality and Retail.

However, despite the figures showing organic driving the majority of traffic, when analyzing the ratio of traffic to revenue paid search "more than carries its weight in delivering business results", says the report. This is especially true of the Media and Entertainment sector.

Image via Shutterstock

Tags: non-organic, organic, paid search, research, search marketing

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